Value index 1/25 - how marketing can deal with new realities

The Values Index, the largest long-term social media study on social change, was published last month with the new issue 1/25. Jens Krüger (Managing Director of Bonsai) and Kim Haußer (Head of Bonsai Future) explain in Markenartikel, the magazine for brand management, why the current change in values is so challenging for marketing, but also offers opportunities - and what brand values, real-time data and AI technology have to do with it.

The 1/25 Values Index is not only influenced by the latest (geo-)political developments, which show that we are living in a new reality. The increasing networking and digitalization of society has not only changed information behavior, but also the way in which people perceive and react to their environment. In a world where algorithms and personalized content dominate the flow of information, individuals are developing subjective realities that influence their decisions, preferences and social interactions. It is no longer just conspiracy theorists or radicalized people who live in filter bubbles

These developments also bring new challenges for companies. If you want to establish and manage a brand, you need clarity about which narratives and subjective realities determine consumption in which environment and in which target group.

In the end, it's all about emotions. And therein lies an enormous opportunity for brands. This makes the value index all the more important - it helps to understand, classify and interpret the new psycho-realities.

An abridged version of the article was published online by Markenartikel magazine: